ABOUT

If you’re the best how do you get better?
Metropolis is one of the best centres in Russia that offers its clients the best choice for shopping, services and entertainment in a nice and easy environment.

Brief
If you’re the best, how do you get better? Not a question asked very often - but it was the question asked here. Metropolis is arguably the most successful SEC in Russia, but the new owners still saw great potential. Air were appointed to develop a new brand positioning for the next phase of the mall’s life.

Solution
At the heart of their improvements is a strong push to develop reputation as the definitive retail place for the best, new fashion in Moscow. We took inspiration directly from the fashion world, where you can rely on certain style publications to direct you in your fashion journey. So Metropolis would be the physical equivalent.